{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"HUNGRY.","title":"19 New Brand Building Laws - How Citizens of Soil Are Taking on The Olive Oil Mafia & Changing The World of Olive Oil","html":"","width":"100%","height":180,"duration":6466,"description":"“we changed three words at 10x’d our D2C revenue over night”\nCitizens of Soil is a BANGING brand\neye-splinteringly, soul-nourishing gorgeous packaging\ntransforming commodity into community\nwonderful founders Sarah & Michael\ny’all gunna love this one!!\nbtw jump to 30 mins, if you wanna plunge straight into the brand building gold\nON THE MENU:\nThe Origins of Terroir: Things from a Different place have a Different taste\nAnti-Fragility in Nature: Stressed Trees release polyphenols to protect themselves, so should humans\nHow to go MASS MARKET yet use high quality, small producers\nSeth Godin’s “On Strategy”: Using Time, Game, Empathy, Systems to create change\nFormat Innovation> Product Innovation. Format is PISS EASY innovation that literally no one think about\nSteal Clothes from Other Categories Rule: use semiotics of wine to make it easier for consumer to pay £££ for Olive Oil\nNo Bread & No Salad rule: Samplings are the theatre of consumer goods. Your first interaction is everything. Make it Different. Make it Memorable.\nHow to 10x monthly D2C Revenue by changing three words “Join the Olive Oil Club” > “Subscribe to Olive Oil”\nWhy Premium brands must sack off “ABC”Always Be Closing. Replace with Always Build Community. You wont win on price. You’re in the relationship business\nThe Art of Successful D2C Adverts using AIDA - attention, interest, desire, action\nStephen King “Kill Your Babies” - Never forget Distractions masquerade as Opportunities\nMeek. vs Strong Opinion Decision Making frame work: make hard decisions, under pressure, at SPEED\nJeff Bezos: One Way vs. Two Way Door Decision Making Rule\nRaising Money when there’s no proven “Total Addressable Market” SELL THE FUTURE CATEGORY\nWhy mpact must be so entrenched in your brand it can’t be taken out, Impact helps you grow fast\nHow many flat whites were sold 20 years ago? Rule: Brands create new categories from scratch.","thumbnail_url":"https://img.transistorcdn.com/gxmV4UzMdxQXxd72h-fgEanMz6IG37j1u683zTmU0ac/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85ZGI4/Y2FkNjcwNmEwMDNm/YWUwOTcyZTM0YzYw/YWU3My5qcGVn.webp","thumbnail_width":300,"thumbnail_height":300}